Lyft Branding Phase 3

And then there was purple. I believe "Mulberry" made it's debut in the API guidelines while I was on maternity leave, but I soon embraced it's versatility as the ultimate (and more accessible) compliment to our even brighter new shade of Lyft Pink. As we grew, our functions slowly became more specialized, and I spent a lot of time working on ads and building out that team in addition to art directing, doing interactive design and illustration as well as some identity work. Some representative work in this period is below.